Abstract

In adopting complexity theory, this study examines the complexity and changes occurring in the restaurant sector, and strategies needed to achieve long-term sustainability, based on the perceptions of Uruguayan restaurateurs. The overall findings align with several characteristics of the theory, including complexity, globalisation, technology and change. Participants identify customers' stronger demands for credit card payment, higher product/service quality and online reservations; in contrast, least demands are placed on availability of local products and origin of foods. The findings underline the strategic importance for restaurateurs to scan their environment, identify emerging trends and grow awareness of the changes occurring in their industry.